Assessing relationship quality and brand loyalty of consumers through beverage brand page on 'Facebook' | |
| Author | Jitinun Rompoh |
| Call Number | AIT Thesis no.AB-17-06 |
| Subject(s) | Relationship quality Brand loyalty Social marketing Beverages |
| Note | A thesis submitted in partial fulfillment of the requirements for the degree of Master of AgriBusiness Management |
| Publisher | Asian Institute of Technology |
| Abstract | Due to the benefits of social networking which enables companies to build brand loyalty, many companies create brand pages on social networking sites to develop relationship with their consumers. To address this issue, the study draw upon relationship quality perspective to suggest that brand loyalty is primarily determined by relationship quality, which is further influenced by self-congruence, social norms, information, and interactivity. In this research, there were two objectives which were to study key characteristics of consumers, and to assess the relationship quality and brand loyalty through beverage brand page on Facebook in Bangkok. 400 questionnaires were distributed to survey respondents in Bangkok areas. To analyze the data, this research applies descriptive statistics (percentage, mean, and standard deviation), and structural equation modeling (SEM) to test the model and hypothesis. The study showed that most of respondents are female, aged 16-25 years, single, most of all are below bachelor’s degree, and most of them are students with a monthly income below 5,000 baht. Moreover, they spent on Facebook between 1-3 hours, during the period between 20.01- 00.00. The most of them followed non-alcoholic pages. Moreover, Est-Cola is the most widely followed brands. The important reasons for respondents to follow the beverage brand page are according to personal interest, and they visit that brand page 1-2 times a week. In addition, a majority of respondents possessed products by brands they followed on Facebook. The testing hypothesis found that information quality could predict the relationship quality, and that two factors, commitment and satisfaction had influence on brand loyalty. In addition to implication for practitioners, the researcher believe that this research provides important understanding how to build brand loyalty on social networking sites. |
| Year | 2017 |
| Type | Thesis |
| School | School of Environment, Resources, and Development |
| Department | Department of Food, Agriculture and Natural Resources (Former title: Department of Food Agriculture, and BioResources (DFAB)) |
| Academic Program/FoS | Agribusiness Management (AB) |
| Chairperson(s) | Soni, Peeyush |
| Examination Committee(s) | Kuwornu, John K.M.;Salin, K.R. |
| Scholarship Donor(s) | Royal Thai Government Fellowships |
| Degree | Thesis (M. Am.) - Asian Institute of Technology, 2017 |